Every piece of marketing should have a clear ‘Call to Action’. There is just no point putting something out there if you don’t know what you’re trying to achieve. And a call to action (CTA) doesn’t have to involve the client picking up the phone or emailing you. Not convinced? Let me explain.
Firstly, what is a ‘call to action’?
You have sent out an e-shot or a beautifully crafted social media post, but what exactly did you want the end user to do next? This is your ‘call to action’.
In the most obvious terms, it is literally a request that they contact you. You have imparted some information and, if they find it useful, and think you may be able to help further, you want them to phone or email you. You are calling upon them to take action.
It might slap the customer in the face in the form of a ‘BUY NOW’ button, just crying out to be clicked, or a ‘sign up to our newsletter’ form.
However, not every marketing piece will require the recipient to spring into motion. Some calls to action may be far more subtle.
What if I’m not selling?
Your new campaign might be about raising brand awareness as a whole. You might have taken an opportunity just to get your company name and brand out there. This isn’t a hard call to action but you’re still ‘calling’ upon the viewer to remember you.
This call to action may ask them to spread the word, share or follow you, or indulge in your new social media viral dance craze.
Be clear about what you want to happen next
The important thing to remember when developing a new piece of marketing, be it a quick social media post, or a more detailed mailing piece, is what you want the viewer to do next. Be clear on what your end goal is, and be sure that the final piece meets the brief. Having a clear objective will ensure you achieve greater engagement and get more ‘bang for your buck!’
